I was stunned not only by the story United Airlines Lost My Friend’s 10 Year Old Daughter And Didn’t Care, but mostly by the number and antipathy of the comments.

Honestly, after reading it you will wonder if you ever want to fly United again.

The truth be told, my only nightmare customer experience with an airline in the last few years was with United as well, but I have tended to treat it as an anomaly.

After the equally sad but hilarious United Breaks Guitars episode in 2009, you sorta have to wonder if United is listening at all. Or is it so hard to change the culture of a company that it takes social media disasters of this scale to get their attention?